HJ Inc. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Hayato Ikeda, hereinafter "HJ") was responsible for planning and producing the special digital content "Real Money White Paper: Insights from High School and University Students' Spending Habits" to promote the use of debit cards for young people by Sumishin SBI Net Bank Co., Ltd. (Headquarters: Minato-ku, Tokyo; President and CEO: Noriaki Maruyama). This website has been available since Monday, June 1, 2026.

Background and Concept of Production

"Gen Z and Alpha generations (smartphone native generations)" who have grown up with digital environments as a given. While they are adept at using cashless payments, they also possess a strong sense of caution, stating, "Invisible money (post-payment) feels like a debt hell, which is scary."

Based on original survey data on money consciousness targeting high school and university students, HJ extracted the fluctuating insights of "convenience and fear" that young people face. Instead of simply explaining financial products, the content was created as a "Real Money White Paper" that resonates with and empathizes with their real-life concerns.

Three Insights into Gen Z/Alpha's Money Values Revealed by the "Real Money White Paper"

【1】Clear Differences by Gender and Age! Approximately 40% of Females Spend Heavily on "Oshi-katsu"

As an item for which they spend money without hesitation even when saving daily, about 40% of female high school and university students answered "Oshi-katsu" (spending on supporting idols, characters, etc.). On the other hand, about half of male high school students gave a prudent answer of "None in particular," highlighting the difference in values by gender and age. Furthermore, about 40% of all respondents revealed the realistic psychology of wanting to "keep it secret (not wanting to be found out)" regarding the amount spent on hobbies.

【2】Preventing Overspending Over Time Efficiency! Self-Defense Tactics of Deliberately Choosing "Inconvenience"

As a measure to prevent overspending with cashless payments, about 30% of all respondents answered, "I don't use auto-charge; I charge only the amount I will use each time." This revealed the prudent behavior of young people who apply the brakes to themselves by deliberately taking extra steps precisely because the environment is too convenient.

【3】The "10,000 Yen Wall" Revives Cash Users! Fear of Invisible Money

While smartphone payments (38.0%) and cash (37.8%) were neck and neck for small payments under 1,000 yen, the phenomenon of "cash users" (43.8%) returning to the top for large payments of 10,000 yen or more was confirmed. As the amount increases, there is a tendency to fear the "invisibility" of cashless payments and seek certainty.

Affinity Between Young People's Caution Towards Credit Cards and Debit Cards

While young people harbor negative apprehension towards credit cards, stating "I'm afraid I'll overspend" (42.8%), about 60% of all respondents answered positively about "wanting to use/currently using" debit cards, which are debited directly from their account balance.

The insights into young people's behavior, revealed by this content, indicate that "smartphone debit," which is debited instantly from the account balance, balances safety and convenience, and has a high affinity with the payment methods sought by young people.

Content Overview

Site Name: Real Money White Paper: Insights from High School and University Students' Spending Habits

Release Date: June 1, 2026

URL: https://www.netbk.co.jp/contents/lp/money-guide/

Survey Name: Survey on Financial Awareness of Young People

Survey Target: Young people nationwide (males and females aged 15-22)

Survey Period: February-March 2026

Survey Method:

① Offline group interviews (qualitative research)

② Internet-based questionnaire (quantitative research)

Valid Responses:

n=12 (qualitative research)

n=400 (quantitative research)

Survey Analysis: HJ Inc.

Client: Sumishin SBI Net Bank Co., Ltd.

Planning and Production: HJ Inc.

Sumishin SBI Net Bank Co., Ltd. Overview

Company Name: Sumishin SBI Net Bank Co., Ltd.

Representative: President and CEO Noriaki Maruyama

Head Office Location: Sumitomo Fudosan Roppongi Grand Tower, 3-2-1 Roppongi, Minato-ku, Tokyo

URL: https://www.netbk.co.jp/contents/company/

Year Established: September 2007

Business Activities: Banking

HJ Inc. Overview

Company Name: HJ Inc.

Representative: President and CEO Hayato Ikeda

Head Office Location: CH Building 2F.3F.4F, 1-22-1 Shibuya, Shibuya-ku, Tokyo

URL: https://hj-s.co.jp

Year Established: February 2006

Capital: 523,924,000 yen

Number of Employees: 100

Business Activities: Media business, production business, advertising agency business, event business

<Contact for Media Inquiries>

HJ Inc. Public Relations: Yamada

https://tayori.com/f/hjcontact-prtimes/

FACT BOX

  • Source: PR TIMES
  • Category: Survey